Because we purchase high-quality coffee, the prices we pay are higher than the average world market price. We will never pay less than 1.5 times the world market price and the difference is usually much bigger.
Many farmers in producing countries are paid the world market price, but still live at or even below the subsistence level and damage the environment with their production, because they simply cannot invest in improvements. By paying more than the world market price, we contribute to education or production improvement, for example, so that farmers can run a healthier plantation and receive a living income. Moreover, we can buy the very best quality and we invest together in a sustainable future.